Weight Watchers is to kick off a new £28m ad campaign on Boxing Day, as part of the promotions for its new points plan.

The new campaign promotes the ProPoints plan which the diet company describes as the biggest change to the global business in 15 years. One-fifth of Weight Watchers two million members are recruited, but bosses hope the launch of the ProPoints plan will boost numbers.

According to marketing news sources, the new adverts which will feature a male dieter for the first time, are based around Weight Watcher members enjoying the flexibility of the new points plan. The ProPoints system gives dieters a “weekly allowance” of extra points which they can spend on their chosen food or drink, such as wine or takeaways.

Come the new year, testimonials will feature heavily in the ads in addition to promoting the firms online business, which has doubled in size in the past two years. In addition to the television campaigns, there will also be radio and press ads, as well as online and direct mail campaigns.

Lindsay Reisser-Weston vice president of marketing told Marketingmagazine: “We have committed to a record level of investment to ensure mass awareness of the ProPoints plan. From the advertising and in-meeting look to local marketing and our food range, this campaign has been designed to drive brand reappraisal among existing and potential new members.”

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